Stay ConnectedYour weekly source of case-based stories about marketing growth from local to global brands like Google, Vodafone, SAP, IKEA, Uber, and many more. Join Laura Morelli as she interviews the people behind successful, integrated marketing campaigns, and discuss the latest news, tools, strategies, and techniques that’ll give your digital marketing the edge.
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Facebook Advertising seems to be a strange beast, with some people seemingly getting exceptional results, and others just not managing to drive any serious traction. But why is this and what's working best with Facebook Advertising now?
Joining us for this episode are 2 of the world's leading Facebook marketers…
Here's what we cover:
1:00 Introducing Gavin Bell and Dennis Yu 3:00 What tends to be the difference between success and failure with Facebook Advertising for Gavin? 5:00 How difficult is it to measure the ROI of Facebook Advertising? 7:30 What tends to be the difference between success and failure with Facebook Advertising for Dennis? 10:00 Should you be including personal videos as part of your advertising funnel on Facebook? 13:00 What is Dennis' 3x3 Facebook Advertising concept? 17:00 What do you do for clients who aren't willing to appear in front of the camera? 19:30 How many Facebook targeting options have disappeared since the Cambridge Analytics scandal and what does this mean regarding advertising on Facebook now? 23:00 What metrics are most important when you're trying to engage people for the first time? 25:00 What kinds of calls-to-action are you using? 27:00 What are 'dark posts' and are there any negatives to serving dark posts? 28:00 Should you not be trying to do a better job of selecting the videos that you produce before you publish, so that you're only publishing your best videos? 32:00 Why don't longer videos work as well? 33:30 Dennis' actionable tip 35:00 Gavin's actionable tip
Remember to catch all the previous episodes of Marketing scoop here: https://www.semrush.com/podcast/
Have you ever wondered what it takes to produce a campaign so good that it wins a UK Search Award?
That's exactly what Clean Digital did for their client BrewDog and on this episode we explore how their paid search and social campaign won the "Best Use of Search - FMCG and Best Integrated Campaign" award. We also explore how Latitude (now Jellyfish) won "Best Use of Content Marketing" at the UK Search Awards with Project Carrot, their creative content marketing & link building campaign.
Joining us for this episode of The Scoop are 2 great guests:
Here's what we covered:
0:30 Introducing the first guest, Rod Richmond
1:00 Introducing the second guest, Edward Turner
2:30 What did Edward's award entry look like?
4:10 How did Edward go about seeding the initial links for his campaign? Did he build relationships with bloggers prior to the content launch?
5:00 What did Rod's campaign involve?
8:20 What about Rod's campaign made it award-winning?
9:50 There were over 9000 different Google Ads and over 3000 different Facebook Ads used as part of this campaign. Why so much creative?
12:30 Did Ed think that his campaign was going to be award-worthy as he was coming up with the concept?
14:40 How nervous was Ed that his client would embrace his content suggestion?
16:00 Did Ed or his client set the campaign KPIS?
17:30 What about Rod – did Rod or his client set his campaign KPIs?
18:50 Is there anything that Rod would have done differently, looking back on it, to make his campaign even more appealing to win an award?
20:20 What was the difference between Rod's Google and Facebook calls-to-action?
22:00 Did Google or Facebook drive the best CPA for Rod?
22:30 How would Ed improve his campaign for next time?
24:00 Did Ed do any advertising for his campaign or was it purely organic and outreach?
26:20 What are the commonalities between award entries that win awards for both Ed and Rod?
29:00 Rod's actionable takeaway
Listen to all the previous show episodes here: https://www.semrush.com/podcast/
How do you decide what content to be writing about and how do you transform a chosen topic into the type of content that is likely to resonate with your target audience?
On this episode of the Scoop we dive into best practice for content marketing research, including looking at the tools to use, how to use the tools and then how to select between the different topic options before deciding on how best to provide the most impactful content on that topic to your user-base.
Joining us for this episode of The Scoop are 2 great guests:
Here's what we cover in this episode:
00:00 Introducing our guests, Casie & Colin
1:00 How do you go about researching the content you intend to publish?
4:00 What's more important, to select topics based on keyword volume, or relevance to your audience?
6:00 Does Casie ever look at "People also ask" for topic suggestions?
8:00 How far in advance does Colin plan his content?
9:30 How does Colin go about deciding on the type of content to publish?
12:30 Does Colin look at keyword volumes or is delivering content that resonates with his audience more important?
13:15 How does Colin decide on what content type to publish?
16:00 If you work for clients, does your process change compared with when you're producing the content for yourself?
19:00 How does Colin make his content a success?
21:50 Does Colin have a launch strategy for his pillar content?
23:00 Does Casie struggle with getting much traffic from social media and how does she promote her e-cooks?
28:00 Colin's actionable tip
29:10 Casie's actionable tip
Catch up with all the previous episodes here: https://www.semrush.com/podcast/
Are you planning to migrate your website to a different platform, location or domain over the coming months? If so, how confident are you that the move won't result in any negative impact such as traffic or revenue loss?
Whether you're intending on moving from http to https #SEO, changing CMS systems, moving servers or changing your site's domain, all of these tasks are fraught with difficulty – and it can be especially challenging because most other people in the business aren't even aware of the negative impact that can occur.
Joining us for this episode of The Scoop are 2 great guests:
Here's what we discussed:
0:00 Introducing the guests
2:00 We've all hear some horror stories in relation to switching from HTTP to HTTPS - what can be done to mitigate these potential issues?
3:00 What kind of signals does dawn track during a site migration?
6:00 What is Felipe's opinion of how a HTTP to HTTPS change might impact rankings?
7:00 What's a major site migration in Felipe's mind?
8:40 If you're changing a domain, is that the right time to make other major site architecture changes too?
11:00 Would Dawn recommend to use m. to host a mobile version of a site?
12:00 What about if a site is currently very successful, but uses a m. subdomain for their mobile site – would Dawn recommend changing this?
12:50 How has mobile-first indexing impacted these sorts of decisions?
14:00 If you're culling content, how do you decide what content to get rid of and where to redirect old URLs?
18:00 What are some challenges with moving platforms or integrating different CMS platforms?
23:00 Where should you focus your attention if you have to move your domains really quickly, possibly because of a legal dispute?
26:00 Dawn's actionable tip
27:00 Felipe's actionable tip
Subscribe to the #MarketingScoop audio podcast here:https://www.semrush.com/podcast/
Have you ever wondered how to apply a customer-centric approach to your advertising? Many digital marketers are guilty of thinking that customer centricity is owned by the CRM team – and that customer centricity is only possible after someone has bought something from you. Not so! On this episode of the scoop we explore why customer centricity should be an important part of paid advertising and what this practically means to your role.
Joining us for this episode are 2 great guests…
Here's what we discuss in today's episode:
00:40 Introducing Amy
00:55 Introducing Navah
1:20 How does customer centricity and paid advertising work together?
3:00 Where does Navah get her data from?
3:50 How would Amy say that customer centricity weaves together with paid advertising?
7:00 How big is 'nurturing' a part of applying a customer-centric approach to paid advertising?
9:40 What kind of technologies should businesses be using to put this approach into action?
11:20 How manual is the process and how much can be automated?
14:00 How would Navah define personas?
16:00 How important is gender in establishing personas?
17:00 How does retargeting fit into this cycle?
19:30 What kind of soft skills do advertisers need to learn?
23:00 Do businesses with just the one product or service still need to have multiple personas?
25:30 Amy's actionable tip
26:00 Navah's actionable tip
Catch up with all the previous episodes and subscribe to the podcast for free here: https://www.semrush.com/podcast/
In this week's episode of Marketing Scoop, we look at 2 of the most successful Infographics produced by the marketing industry for the marketing industry. We look at how to come up with creative ideas for major content pieces; how to produce powerful, evergreen content pieces that are infographic-led and the value that you might hope to get out of such content.
Joining us are 2 great guests…
Here's what we chat about in our discussion:
1:00 Guest intros
2:40 How did Scott Brinker originally come up with his infographic?
4:20 With around 6800 marketing technology vendors currently on Scott's infographic, how can he possible keep thigs up to date?
5:10 How did Jeff's infographic come to be?
7:30 What outcome did Jeff wanted to achieve from his infographic?
10:10 Why does Scott keep publishing a new version of his infographic every year?
12:00 What kind of investment in Scott making in this?
13:00 What kind of measurable result is Scott getting out of this?
14:20 Did raising the value of Scott's personal brand impact his long-term success?
15:00 What kind of business value did Jeff get out of his infographic?
17:15 Was everything that Jess achieved as a result of publishing the infographic planned?
19:00 Did Jeff do much paid promotion?
21:00 What was Jeff's promotion strategy?
22:00 If Scott was going to try and start the same thing again today, would he do it the same way?
22:40 How would Scott and Jeff advise content marketers if they would like to replicate the same success that they've had with infographics?
25:40 How often does Jeff try to update his infographic?
26:50 Would it be a good idea for a marketer to try to replicate this activity if they only have a limited amount of time?
29:50 What's Jeff's actionable tip?
30:20 Scott's actionable tip
Here's where you subscribe to the podcast: https://www.semrush.com/podcast/
What is the most efficient and effective content marketing framework and how does it help you to drive large volumes of organic traffic without a bid budget? Today's episode looks at why having a scientific approach to your content marketing campaigns is likely to be beneficial to your organic success.
Joining us are 2 great guests…
Here's what we discuss on this episode…
0:30 Guest introductions
1:30 Does Nadya have a standard content production formula?
2:50 Does Nadya use Domain Authority as an important content marketing success metric?
5:05 Does Nadya also target answer boxes in the Google SERP?
6:00 Does Dan also incorporate domain authority into his content marketing approach? What content marketing framework does Dan use?
9:00 How might Dan change his content marketing strategies if the costs of operating on Facebook gets prohibitively high?
10:00 Does content marketing on LinkedIn work for any type of business or is it best for certain types of businesses?
11:20 What is Nadya's LinkedIn content marketing strategy?
13:00 Is it a good strategy to focus all of your time and effort on just the one social network?
15:00 What other metrics does Nadya use to measure the success of her content marketing activities?
17:20 Have you seen correlations between content engagement levels and rankings?
20:00 On social media, what metrics does Dan use to indicate to determine whether a post has been particularly successful?
24:30 How do our experts recommend splitting up tasks for their content marketing team?
27:00 How does Dan split up his various content marketing activities?
29:45 What is Nadya's actionable tip?
30:30 Dan's actionable tip
Listen to previous episodes and subscribe to the podcast here: https://www.semrush.com/podcast/
Have you been tasked with carrying out an SEO audit for your organization? Are you concerned that you aren't focusing in on the most important SEO metrics when carrying out an SEO audit? Where do you start when you need to carry out at SEO audit in 2019?
Joining us for this episode are 2 great guests…
And here's what we discuss:
1:00 Guest introductions
2:30 What does an SEO audit aim to achieve?
3:30 Do you set your own goals for each SEO audit or is this something that clients should do?
4:10 Are there different data sources that you use and is there a standard methodology no matter the size of the business?
5:30 Does AJ have a standard methodology?
8:00 Do you involve the client a lot during the production of the audit?
9:20 Does AJ see SEO audits as one-off projects and not something to do on a regular basis?
10:00 How often does Nik do SEO audits for the same client?
11:20 Would Nik say that she does full audits less frequently, but partial audits more frequently?
12:40 Why does AJ do an audit?
13:30 How do you know that you can trust the data that you're getting from the various tools?
16:50 Does a technical audit need to reflect much more of the user than it used to?
18:10 What 2 things do you need to be successful at SEO?
19:00 What are the most common technical mistakes that an SEO audit should be picking up?
21:05 What are some of the reasons that AJ sees why a website isn't being fully crawled?
26:00 Out of everything that you uncover in an SEO audit, how do you prioritise what needs to be done first?
30:50 AJ's actionable tip
33:30 Nik's actionable tip
If you're not already an audio podcast subscriber, find out more and subscribe for free here: https://www.semrush.com/podcast/
Marketing Scoop Episode 2.20 is an 'Advertising' themed episode – specifically focusing on "Why Advertise on Quora?"
Have you been happily advertising using Google Ads or Facebook over the past couple of years, thinking that it's not necessary to consider other traffic sources? If so, you might be missing out. A lot of smart marketers are now driving quality traffic from alternative networks such as Quora – and that's something that we're focusing on in this episode.
2 great guests joined us for this episode of the Scoop:
And here's what we covered:
1:00 Introduction of today's guests – JD Prater and Joe Martinez
2:30 How is Quora different from other online advertising networks?
3:30 What kind of targeting options are available on Quora?
5:00 How affordable is Quora advertising compared with Facebook or LinkedIn?
8:30 What is the quality of the traffic available from Quora?
9:35 Is this a retargeting opportunity as well or is it only an opportunity to acquire new customers?
11:20 Do Quora offer age or gender targeting?
12:40 Are there any specific verticals that perform best on Quora?
13:30 What kind of landing pages tend to perform best on Quora?
14:40 Should advertisers also be interacting organically on Quora?
17:00 How accurately can you target somebody's location?
19:00 How can advertisers get stated quickly?
22:00 Is it a good idea to post and answer your own question on Quora?
25:30 What is JD's actionable tip?
26:00 Joe shares his actionable tip
If you're not already subscribed to the audio podcast, here's where you can subscribe for free so that you don't miss a future episode: https://www.semrush.com/podcast/
Marketing Scoop Episode 2.19 is an 'Success Story' themed episode – specifically focusing on "How TransferWise reached over 1,000,000 organic visits per month".
Some people think that it's a lot harder to drive significant volumes of organic traffic to your site compared with what it used to be like a few years ago. However, that's not the case for TransferWise, a niche brand that's driving over 1,000,000 visits to its site from organic search every single month.
Joining to discuss the specific strategies that TransferWise are using to achieve this is their Head of Organic Growth & SEO, Fabrizio Ballarini.
Here's what we chatted about:
1:15 How had TransferWise's organic traffic grown over the past few years?
1:55 Did you increase branded traffic, non-branded traffic or both?
3:00 Are you ranking for a few big-win keywords or lots of smaller traffic keywords?
5:00 What did you put more focus on organic traffic?
6:15 How do you convince senior decision-makers if you're not seeing immediate results that you should maintain time on money spent on a marketing channel like organic?
7:30 How are you deciding what to write about and how to structure and optimise your articles?
9:40 Are you specifically targeting rich snippets?
12:45 Do you have a strategy in place to audit and remove old content?
15:30 How large is your content team and do you use agencies or do you do everything in-house?
17:00 How much of the content that you publish is dynamic?
21:00 Do you attempt to ranks for 'thin' content such as swift codes?
22:30 Do you have a check list that has to be included in an article from an SEO perspective?
24:00 Do you do much active link building?
26:00 If you were starting with a brand-new domain, what link building strategy would you look to initially?
27:15 Have you had any measurable results from voice search?
29:00 What is Fabrizio's number 1 actionable tip for today's episode of the Scoop?
Subscribe to the Marketing Scoop audio podcast here: https://www.semrush.com/podcast/
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